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CONSUMER FITNESS 
TRENDS STATISTICS & 
INSIGHTS FOR FITNESS 
FACILITIES 
NIELSEN: LES MILLS GLOBAL CONSUMER FITNESS SURVEY (2013) 
AUGUST 2014
RESEARCH 
NORWAY 
FINLAND 
SWEDEN 
GERMANY 
ITALY 
SPAIN 
FRANCE 
DENMARK 
NETHERLANDS UNITED KINGDOM 
EAST COAST 
BRAZIL 
AUSTRALIA 
WEST COAST 
SOUTH 
CENTRAL 
SAMPLE: 
4,610 across 13 
countries 
WEIGHTING: 
After the survey closed, 
weighting was used to 
correct any minor 
imbalances. Variables 
used for weighting were 
based on official 
population figures for 
age, gender and region. 
INDEPENDENT: 
Online survey, with 
consumers randomly 
invited to participate from 
Survey Sampling 
International, a leading 
global panel provider 
representing 85% 
of the 
market demand.
FACTS & INSIGHTS 
1. WHO EXERCISES? 
2. WHAT ARE EXERCISERS DOING? 
3. WHERE AND WHY ARE THEY 
EXERCISING? 
4. WHAT DRIVES PEOPLE INTO FITNESS 
FACILITIES? 
5. GROUP FITNESS EXERCISERS 6. LES MILLS
1. WHO EXERCISES?
WHO EXERCISES? 
Globally, 78% of the 
adults over 18 years 
old exercise or would 
like to 
22% have 
no interest in 
exercising 
22% 
39% exercise 
regularly with 
87% exercising 
3 or more times 
39% 
39% 
Another 39% are 
not currently 
exercising to keep fit 
and healthy but 
would like to 
a week 
FACTS 
81% of Millennials 
(18 to 34 year olds) 
exercise or would 
like to (vs. only 61% 
of Boomers) 
20% have no 
interest in 
exercising 
20% 
45% 
exercise 
regularly 
45% 
36% 
36% are not currently 
exercising to keep fit 
and healthy but would 
like to 
27% of the adult population 
(18+) attend a fitness facility 
27% 
Never been 9% 
Lapsed 
Have no interest 
18% 
in exercising 
Member 
Casual member 
22% 24% 
WHO WOULD CONSIDER 
JOINING? 
20% of regular exercisers who are not 
member of a gym would 
36% of Millennials (aged 18-34) would 
25% of exercise considerers who are not 
member of a gym would 
43% of Millennials (aged 18-34) would 
60% of lapsed members would 
(24% of the adult population)
INSIGHTS WHO EXERCISES? 
The vast majority 
of the adult 
population either 
exercise 
regularly or 
would like to. 
The market 
of people 
in the exercise 
contemplation stage 
is equally important 
to the regular 
exercisers one (39% 
of the adult 
population). 
Fitness centers have real 
growth opportunities in 
specific areas. 
20% 
of regular exercisers 
who are not currently 
attending a gym would 
consider doing so 
25% 
of exercise 
considerers who are 
not currently attending a 
gym would consider 
The Millennials 
81% 
60% 
of lapsed 
members, would 
consider rejoining 
their local gym 
>> exercise or 
would like to 
versus 
61% for Boomers. 
A HUGE OPPORTUNITY IF OPERATORS CAN 
UNDERSTAND THEIR REQUIREMENTS AND GAIN A 
DEEPER UNDERSTANDING OF THE STAGES OF 
CHANGE (CONTEMPLATION, PLANNING AND RELAPSE) 
FOR INDIVIDUALS IN EACH CATEGORY.
2. WHAT ARE THE 
EXERCISERS DOING?
WHAT ARE 
THE 
EXERCISERS 
DOING? 
FACTS 
FITNESS IS THE 
WORLD’S BIGGEST 
‘SPORT’ 
31% 
29%27% 
59% 
12%13% 
GYM-TYPE ACTIVITIES = 61% 
4% 7% 
13%15% 
15% 
10% 
7% 
22%21%18% 
7% 
12% 
61% of regular exercisers are 
currently doing gym-type 
activities. 
76% of regular exercisers are 
aged 18 to 34 years old 
69% of exercisers that aren’t 
doing gym-type activities would 
consider. 
36% of 
regular 
exercisers do 
fitness class 
type of 
activities. 
37% of 
regular 
exercisers are 
currently 
doing 
equipment-type 
activities. 
High frequency exercisers using 
equipment type activities are also likely to 
attend between 3-5 group fitness classes 
per week. 
36% FITNESS 
CLASS 
ACTIVITIES 
37% 
EQUIPMEN 
T TYPE 
ACTIVITIES 
Running/Tri 
Swimming 
31% 
Cycling 
Walking 
Team sports 
Individual sports 
Group training – outdoors 
Group training – indoors 
Fitness classes in music 
15% 
Yoga 
Pilates 
Dance 
Working out PT 
Free weights 
Weights machines 
Cardio machines 
Boxing 
Other 
29%27% 
59% 
12%13% 13%15% 
10% 
22%21%18% 
12% 
4% 7% 7% 7%
FACTS 
WHAT ARE THE EXERCISERS 
DOING? 
MILLENNIALS DOMINATE ALL FITNESS CLASS 
ACTIVITIES. 
FITNESS 
CLASS 
ACTIVITIES* 
GROUP 
TRAINING 
INDOORS 
FITNESS 
CLASSES 
TO MUSIC - 
INDOORS 
YOGA PILATES DANCE WORK 
OUT 
WITH PT 
FREE 
WEIGHT 
18-34 years 
35-54 years 
55+ years 
WEIGHT 
MACHINE 
CARDIO 
MACHINES 
BOXING 
* Fitness class activities defined as 'Group training – 
indoors' OR 'Fitness classes to music – indoors' OR 
'Dance' OR 'Yoga' or 'Pilates' 
46% 
39% 
27% 
10% 
5% 5% 
19% 
11% 
8% 
20% 
15% 
7% 
16% 
7% 
6% 
24% 
10%10% 
13% 
5% 
4% 
30% 
20% 
12% 
24% 
16% 
12% 
30% 
20% 
12% 13% 
3% 
1%
INSIGHTS WHAT ARE THE EXERCISERS 
DOING? 
SHIFTING FOCUS TOWARD 
MILLENNIALS. 
48% of exercisers do gym-type activities - Half the target market. 
The huge majority Millennials who regularly exercise are doing gym-type 
activities 
OPERATORS 
WILL BENEFIT 
BY 
Re-engineering their 
overall value proposition 
and marketing towards 
them despite all the 
commentary 
Designing and 
promoting assisted 
exercise with 
Millennials 
in mind. 
Promoting and offering more fitness 
class activities 
• Equal in popularity to equipment type 
activities 
• Almost twice as popular for considerers 
The principle of ‘caveat emptor’ 
applies as the range of offering and 
investment increases, trying to be all 
things to all people. Lower risk 
investment exists with the 
promotion and delivery of fitness 
class activities for both users and 
considerers. Further retention and 
referral opportunities exist in the 
cross promotion of fitness classes to 
high frequency equipment users. 
around ‘Baby 
Boomers’, who are a 
tougher market to 
reach and less-likely 
to consider gym-type 
activities.
3. WHERE AND WHY 
ARE THEY EXERCISING?
FACTS 
LARGE 
MULTI-PURPOSE 
GYM/FITNESS 
CENTER/ 
HEALTH CLUB 
WHERE ARE THEY 
EXERCISING? 
35% 
25%24% 
23% 
21% 19% 
MILLENNIALS (18 – 34 
YEARS) 
SMALL 
BOUTIQUE 
GYM WITH A 
SINGLE 
ACTIVITY 
24% 
LOCAL/ 
COMMUNAL/ 
RECREATION/ 
CHURCH HALL 
36% 
PERSONAL 
TRAINING 
STUDIO 
17% 
AT YOUR HOMDEEDICATED 
DANCE, 
YOGA OR 
PILATES 
STUDIO 
FITNESS CLASSES TO MUSIC TEAM TRAINING PERSONAL TRAINING 
HOME EXERCISERS 
82% 
82% of Gym members & casual gym members also 
exercise at home 
45% 
45% of high frequency gym attendees also use a DVD/ 
pre-recorded workout at home 
52% 
52% of all gym members are doing either a DVD 
and/or gaming and/or online workout program 
(rising to 70% for high frequency gym attendees) 
37% 
37% of the market (defined as those who are either 
regularly exercising or those who aren’t currently 
exercising but would like to) are doing either a DVD 
and/or gaming and/or online workout program at 
home 
ALL AGES 
48% 
49% 
41% 
23% 
25% 
20% 
18% 
30% 
20% 
16% 
15% 
25% 
44% 
38% 
25% 
37% 
26% 
17% 
27% 26% 
19% 
30% 
19%19% 
26% 
31% 
24%
USER FACTS WHY ARE THEY 
EXERCISING? 
MAIN DRIVERS THAT PEOPLE 
EXERCISE: 
40% 
27% 
ALL AGES 
MILLENNIALS 
GET HEALTHY / MAINTAIN HEALTHGET IN / MAINTAIN SHAPE (LOSE WEIGHT, TONE-UP ETC.) 
32% 
37% 
THE IDEAL FITNESS EXPERIENCE IS: 
31% 
33% 
FUN 
23% 
16% 
CALM / RELAXING CONVENIENT 
CHALLENGING 
23% 
20% 17%
USER FACTS WHY ARE THEY 
EXERCISING? 
WHEN THE GOING GETS 
TOUGH, 
THE REASON PEOPLE 
EXERCISE IS: 
Knowing it is 
good for me 
Knowing it will 
give me a pick-me- 
ALL AGES 
MILLENNIALS 
up Achieving my 
end fitness goal 
61% 
47% 
35% 32% 31% 
26%
FACTS WHY ARE THEY GOING TO 
BOUTIQUE GYM’S / 
FACILITIES? 
The type of 
people that go 
there 
The 
atmosphere/ 
vibe 
I get more 
personalised 
attention / 
coaching from 
staff 
ALL AGES 
MILLENNIALS 
I like to follow 
new trends in 
fitness activities 
63% 63% 
47% 
42% 
40% 38% 
29% 34%
INSIGHTS WHERE AND WHY ARE 
THEY EXERCISING? 
Large multi-purpose 
fitness 
facilities remain 
the most popular 
venue across all 
activities… 
Hugely popular with the 
Millennials who crave 
assisted ad social exercise, 
authentic experiences, 
atmosphere and opportunity 
to connect with ‘like-minded’ 
people in their 
workouts. 
…However they are losing 
market share quickly to new 
business models, in 
particularly 
micro-gyms. 
Dedicated types of 
spaces are best suited 
to achieve these 
desires. 
PREFERRED 
EXERCISE 
SPACES 
SHIFTING 
ADAPT OR 
…
INSIGHTS WHERE AND WHY ARE 
THEY EXERCISING? 
AMPLIFY 
MESSAGING 
AROUND ‘GETTING 
AND MAINTAINING 
HEALTH’. 
FOCUS ON OVERCOMING 
BARRIERS, PROMOTING AND 
OFFERING AN EFFORTLESS, 
CONVENIENT ACCESS TO 
EXERCISE AND SUPPORTING 
MEMBERS IN THE CHALLENGING 
PROCESS OF CREATING AN 
EXERCISE HABIT. 
This is the main reason for people 
to exercise; research shows that it 
delivers higher attendance than the 
more superficial goals relating to 
appearance. 
Millennials - 'Getting/staying in 
shape' ranks higher than 'getting/ 
maintaining health’, which should 
be reflected in the messaging and 
offering. 
‘Feeling too tired’ is the most used excuse 
to not exercise regularly, closely followed 
by 'busy schedule' and ' lack motivation’. 
Motivational messaging to improve 
attendance should reinforce the WHY. Key 
messages include: 
• 'exercise is good for me’ 
• 'exercise provides a pick-me-up’ 
• 'exercise acts as a means to an end fitness 
goal’ 
THE 'IDEAL EXERCISE EXPERIENCE – 
PROMOTE AND DELIVER. 
Fun and convenience - key drivers regardless of age. 
Millennials (18-34 years) - 'challenging' replaces 'calm/relaxing'. 
Operators can create the optimum mix and volume of 'ideal exercise experiences' by 
assessing the % of challenging versus calm/relaxing workouts benchmarked against 
membership age demographics.
INSIGHTS WHERE ARE THEY 
HOME 
SPACE 
FUELS THE 
GYM SPACE. 
HOME EXERCISE 
COMPLEMENTS GYM 
PARTICIPATION 
RATHER THAN 
COMPETES WITH IT. 
Promoting the 'live 
club version' of the 
home activities. The 
motivational benefits 
of the venue and 
working out with 
others. 
Offering free home 
workouts, especially 
free weights, yoga, 
dance and fitness 
classes to music. 
DVDs/Gaming and online 
platforms provide the 
greatest opportunity to 
engage members and 
educate prospects at home 
through the various stages 
of exercise change. 
EXERCISING?
4. WHAT DRIVES 
PEOPLE INTO 
FITNESS FACILITIES?
USER FACTS WHAT DRIVES 
PEOPLE INTO 
FITNESS FACILITIES? 
22% 
9% 14% 
50% 
36% 
31% 29% 28% 
TOP DRIVERS WHY 
PEOPLE ATTEND 
THEIR CURRENT 
FITNESS FACILITY 
ARE: 
Convenient 
location 
Great 
atmosphere Great 
equipment 
Great fitness 
classes to 
music 
My friends 
go there 
WHEN ASKED THE 
MAIN REASON 
Convenient 
location 
(22%) 
Great fitness 
classes to 
music (14%) 
Great 
equipment 
(9%) 
Location is 
convenient 
to me 
The 
atmosphere 
/ vibe is 
good 
The 
equipment 
They offer 
fitness 
classes to 
music 
My friends go 
there
CONSIDERER 
FACTS 
WHAT DRIVES PEOPLE 
INTO FITNESS 
FACILITIES? 
THE TOP THREE THINGS 
GROUP FITNESS 
CONSIDERERS LIKE ABOUT 
GROUP FITNESS CLASSES 
ARE… 
CONSIDERATION OF GROUP 
FITNESS: 
31% of gym members who 
don’t currently do fitness 
classes to music would 
consider 
21% of casual 
members who don’t 
currently do fitness 
classes to music would 
consider 
21% of lapsed members/ 
never been a member who 
don’t currently do fitness 
classes to music would 
consider. 
37% 
28% 
Great 
music 
Exercise style/ 
structure/ 
method 
27% 
Motivation 
31% 
21% 
21%
INSIGHTS 
WHAT DRIVES PEOPLE 
INTO FITNESS 
FACILITIES? 
• Apart from 'convenient 
location' which is the 
primary driver, the mix 
of people, atmosphere, 
equipment and great 
fitness classes are key 
value drivers. 
• ‘Affordable' and 'offer a 
good deal' only rank as 
the 6th & 11th drivers 
respectively. 
• #1 'controllable' draw 
card 
• Create synergies with 
other drivers; i.e. 'great 
atmosphere' and 'my 
friends go there‘. 
3rd highest driver for 
all ages and very 
important to 
Millennials. 
SHIFT FOCUS 
TOWARDS 
BUILDING VALUE 
VERSUS 
DISCOUNTING 
AMPLIFY THE 
PROMOTION AND 
OFFERING OF 
‘GREAT FITNESS 
CLASSES 
SELECTION 
AND 
MAINTENANCE OF 
EQUIPMENT 
REMAINS 
FUNDAMENTAL
5. GROUP FITNESS 
EXERCISERS
WHO IS DOING FITNESS CLASS 
ACTIVITIES? 
OF REGULAR EXERCISERS CURRENTLY PARTICIPATE IN FITNESS 
CLASS ACTIVITIES. 
MILLENNIALS (18-34) ARE MORE LIKELY 
TO BE DOING FITNESS CLASS ACTIVITIES 
THE 
LARGEST 
SEGMENT 
ACROSS 
ALL AGE 
GROUPS 
6 TIMES 
BIGGER 
THAN BABY 
BOOMERS 
(50 TO 60 
YEARS). 
2.5 TIMES 
BIGGER 
THAN GEN X 
(35 TO 49 
YEARS) 
FEMALES, and more specifically FEMALE 
MILLENNIALS, are more likely to be doing 
fitness class activities 
THE DOMINANT PROFILE FEMALE 
OUTNUMBERING MALES 5:1 
36% 
52% 
JUST OVER HALF OF REGULAR EXERCISERS WHO ARE NOT 
CURRENTLY PARTICIPATING IN FITNESS CLASS ACTIVITIES WOULD 
CONSIDER.
GROUP FITNESS 
EXERCISERS 
HIGHER ATTENDANCE 
45% gym attendees who participate in group fitness visit their 
gym 5+ times per week. In comparison to only 34% for all gym 
attendees. 
34% 45% 
56% 
54% 
10% 1% 
High (5+ times a week) 
Medium (1-4 times per week) 
Low (less than once per week) 
USER FACTS 
All gym 
attendees 
Gym attendees 
who participate 
in group fitness 
CANCELLATION 
RATES 
46% of group fitness users 
are likely to cancel their 
membership or stop attending 
their gym if their preferred 
class was cancelled. 
LEADS 
GENERATION 
84% of group fitness 
attendees recommend their 
current facility to their 
friends and family compared 
to 76% of gym attendees. 
Just over half of regular 
exercisers who are not 
currently participating in 
fitness classes would. 
LONGER TENURE AMONG 
MEMBERS 
9% 11% 
29% 38% 
61% 51% 
All gym 
attendees 
Gym attendees 
who participate 
in group fitness 
11% vs. 9% remain 
loyal for more than 5 years. 
38% of gym attendees 
attending group fitness 
classes remain loyal for 1 
to 5 years versus 29% for 
total gym attendees. 
In comparison to 51% 
for gym attendees who 
participate in group fitness. 
61% of all gym 
attendees are with their 
facility for less than 12 
months. 
New (less than 12m) 
Medium (1-5 years) 
Long (5+ years)
CONSIDERER FACTS GROUP FITNESS 
EXERCISERS 
KEY PARTICIPANTS DRIVERS: 
Energy of a big group 
Exercise style / structure / method 
30% 27% 26% 26% 
KEY DRIVERS ARE: 
WHEN 
CONSIDERING 
'FITNESS 
CLASSES TO 
MUSIC', THE 
FOLLOWING IS 
MOST 
IMPORTANT 
TO MEMBERS. 
57% 51% 44% 42% 
Large 
room 
Small amount 
of people in 
the class 
Price of 
class 
Instructor 
MAIN BARRIERS TO ATTENDING : 
• A DISLIKE OF BEING CROWDED. CROWDING IS 
CONSIDERED 2X AS IMPORTANT AS A DETERRENT. 
• A DISLIKE OF WORKING OUT WITH OTHER PEOPLE. 
• PRICE OF CLASSES (IF ADDITIONAL TO MEMBERSHIP). 
37% 
Convenient schedule times 
Instructor 
SUBSTANCE 
OVER 
STYLE 
IS THE IDEAL 
INSTRUCTOR 
PREFERENCE 
50% 
28% 
Great 
music 
Exercise style/ 
structure/ 
method 
27% 
Motivation
INSIGHTS GROUP FITNESS 
EXERCISERS 
GROUP FITNESS MATTERS – OPERATORS CAN HAVE 
CONFIDENCE THAT IF WELL EXECUTED, IT CAN 
DRIVE ATTENDANCE, RETENTION, REFERRALS AND 
MEMBERSHIP GROWTH. 
Offering 
programs that 
are relevant to 
Women and 
Millennials 
Investing in recruitment 
and training of 
instructors. Members 
are demanding higher 
quality and more 
coaching. 
Building bigger studios – Participants 
rank 'the energy of big group' number 
one driver and considerers rank 'a large 
room as the most important driver 
(57%). 
Promoting different aspects 
whether you are talking to users or 
considerers. With considerers 
focus on: 
OPERATORS 
CAN IMPROVE 
OVERALL 
PARTICIPATION 
BY… 
• ‘Great music, a motivating environment and 
great programing delivered by a well educated 
coach’. 
• ‘Assisted’ versus ‘Group’ - working out with 
other people is what puts non-attendees off. 
• ‘Not crowded’, ‘small group training’.
6. LES MILLS
FACTS LES MILLS 
OFFERING LES MILLS IS THE PROVEN WAY TO 
INCREASE GROUP FITNESS ATTENDANCE, 
MEMBER LOYALTY, REFERRALS AND THEREFORE 
MEMBERSHIP ACQUISITION, RETENTION AND 
PROFIT. 
93% of Les Mills users have recommended their 
current facility to friends and family, compared to 
84% of 'group fitness attendees' and 76% of 
'gym attendees'. 
A third of the market 
know of Les Mills 
52% of gym 
attendees know of Les 
Mills 
On average Les Mills users attend 3.1 classes per week 
INSIGHTS 
INVESTING ON 
RESULTS 
Les Mills is a strategic choice 
for those operators looking to 
increase group fitness 
attendance, member loyalty, 
referrals and therefore 
membership and profit. 
PARTNERING WITH THE 
BEST 
Les Mills allows operators to 
focus on member experience 
execution using 'best in class 
resources', avoiding the 
pitfalls of trying to create and 
execute member experience 
programs. 
Les Mills has researched 
backed tools to help 
operators survive and thrive.
www.lesmills.com

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Nielsen Global Consumer Exercise Trends Survey 2014

  • 1. CONSUMER FITNESS TRENDS STATISTICS & INSIGHTS FOR FITNESS FACILITIES NIELSEN: LES MILLS GLOBAL CONSUMER FITNESS SURVEY (2013) AUGUST 2014
  • 2. RESEARCH NORWAY FINLAND SWEDEN GERMANY ITALY SPAIN FRANCE DENMARK NETHERLANDS UNITED KINGDOM EAST COAST BRAZIL AUSTRALIA WEST COAST SOUTH CENTRAL SAMPLE: 4,610 across 13 countries WEIGHTING: After the survey closed, weighting was used to correct any minor imbalances. Variables used for weighting were based on official population figures for age, gender and region. INDEPENDENT: Online survey, with consumers randomly invited to participate from Survey Sampling International, a leading global panel provider representing 85% of the market demand.
  • 3. FACTS & INSIGHTS 1. WHO EXERCISES? 2. WHAT ARE EXERCISERS DOING? 3. WHERE AND WHY ARE THEY EXERCISING? 4. WHAT DRIVES PEOPLE INTO FITNESS FACILITIES? 5. GROUP FITNESS EXERCISERS 6. LES MILLS
  • 5. WHO EXERCISES? Globally, 78% of the adults over 18 years old exercise or would like to 22% have no interest in exercising 22% 39% exercise regularly with 87% exercising 3 or more times 39% 39% Another 39% are not currently exercising to keep fit and healthy but would like to a week FACTS 81% of Millennials (18 to 34 year olds) exercise or would like to (vs. only 61% of Boomers) 20% have no interest in exercising 20% 45% exercise regularly 45% 36% 36% are not currently exercising to keep fit and healthy but would like to 27% of the adult population (18+) attend a fitness facility 27% Never been 9% Lapsed Have no interest 18% in exercising Member Casual member 22% 24% WHO WOULD CONSIDER JOINING? 20% of regular exercisers who are not member of a gym would 36% of Millennials (aged 18-34) would 25% of exercise considerers who are not member of a gym would 43% of Millennials (aged 18-34) would 60% of lapsed members would (24% of the adult population)
  • 6. INSIGHTS WHO EXERCISES? The vast majority of the adult population either exercise regularly or would like to. The market of people in the exercise contemplation stage is equally important to the regular exercisers one (39% of the adult population). Fitness centers have real growth opportunities in specific areas. 20% of regular exercisers who are not currently attending a gym would consider doing so 25% of exercise considerers who are not currently attending a gym would consider The Millennials 81% 60% of lapsed members, would consider rejoining their local gym >> exercise or would like to versus 61% for Boomers. A HUGE OPPORTUNITY IF OPERATORS CAN UNDERSTAND THEIR REQUIREMENTS AND GAIN A DEEPER UNDERSTANDING OF THE STAGES OF CHANGE (CONTEMPLATION, PLANNING AND RELAPSE) FOR INDIVIDUALS IN EACH CATEGORY.
  • 7. 2. WHAT ARE THE EXERCISERS DOING?
  • 8. WHAT ARE THE EXERCISERS DOING? FACTS FITNESS IS THE WORLD’S BIGGEST ‘SPORT’ 31% 29%27% 59% 12%13% GYM-TYPE ACTIVITIES = 61% 4% 7% 13%15% 15% 10% 7% 22%21%18% 7% 12% 61% of regular exercisers are currently doing gym-type activities. 76% of regular exercisers are aged 18 to 34 years old 69% of exercisers that aren’t doing gym-type activities would consider. 36% of regular exercisers do fitness class type of activities. 37% of regular exercisers are currently doing equipment-type activities. High frequency exercisers using equipment type activities are also likely to attend between 3-5 group fitness classes per week. 36% FITNESS CLASS ACTIVITIES 37% EQUIPMEN T TYPE ACTIVITIES Running/Tri Swimming 31% Cycling Walking Team sports Individual sports Group training – outdoors Group training – indoors Fitness classes in music 15% Yoga Pilates Dance Working out PT Free weights Weights machines Cardio machines Boxing Other 29%27% 59% 12%13% 13%15% 10% 22%21%18% 12% 4% 7% 7% 7%
  • 9. FACTS WHAT ARE THE EXERCISERS DOING? MILLENNIALS DOMINATE ALL FITNESS CLASS ACTIVITIES. FITNESS CLASS ACTIVITIES* GROUP TRAINING INDOORS FITNESS CLASSES TO MUSIC - INDOORS YOGA PILATES DANCE WORK OUT WITH PT FREE WEIGHT 18-34 years 35-54 years 55+ years WEIGHT MACHINE CARDIO MACHINES BOXING * Fitness class activities defined as 'Group training – indoors' OR 'Fitness classes to music – indoors' OR 'Dance' OR 'Yoga' or 'Pilates' 46% 39% 27% 10% 5% 5% 19% 11% 8% 20% 15% 7% 16% 7% 6% 24% 10%10% 13% 5% 4% 30% 20% 12% 24% 16% 12% 30% 20% 12% 13% 3% 1%
  • 10. INSIGHTS WHAT ARE THE EXERCISERS DOING? SHIFTING FOCUS TOWARD MILLENNIALS. 48% of exercisers do gym-type activities - Half the target market. The huge majority Millennials who regularly exercise are doing gym-type activities OPERATORS WILL BENEFIT BY Re-engineering their overall value proposition and marketing towards them despite all the commentary Designing and promoting assisted exercise with Millennials in mind. Promoting and offering more fitness class activities • Equal in popularity to equipment type activities • Almost twice as popular for considerers The principle of ‘caveat emptor’ applies as the range of offering and investment increases, trying to be all things to all people. Lower risk investment exists with the promotion and delivery of fitness class activities for both users and considerers. Further retention and referral opportunities exist in the cross promotion of fitness classes to high frequency equipment users. around ‘Baby Boomers’, who are a tougher market to reach and less-likely to consider gym-type activities.
  • 11. 3. WHERE AND WHY ARE THEY EXERCISING?
  • 12. FACTS LARGE MULTI-PURPOSE GYM/FITNESS CENTER/ HEALTH CLUB WHERE ARE THEY EXERCISING? 35% 25%24% 23% 21% 19% MILLENNIALS (18 – 34 YEARS) SMALL BOUTIQUE GYM WITH A SINGLE ACTIVITY 24% LOCAL/ COMMUNAL/ RECREATION/ CHURCH HALL 36% PERSONAL TRAINING STUDIO 17% AT YOUR HOMDEEDICATED DANCE, YOGA OR PILATES STUDIO FITNESS CLASSES TO MUSIC TEAM TRAINING PERSONAL TRAINING HOME EXERCISERS 82% 82% of Gym members & casual gym members also exercise at home 45% 45% of high frequency gym attendees also use a DVD/ pre-recorded workout at home 52% 52% of all gym members are doing either a DVD and/or gaming and/or online workout program (rising to 70% for high frequency gym attendees) 37% 37% of the market (defined as those who are either regularly exercising or those who aren’t currently exercising but would like to) are doing either a DVD and/or gaming and/or online workout program at home ALL AGES 48% 49% 41% 23% 25% 20% 18% 30% 20% 16% 15% 25% 44% 38% 25% 37% 26% 17% 27% 26% 19% 30% 19%19% 26% 31% 24%
  • 13. USER FACTS WHY ARE THEY EXERCISING? MAIN DRIVERS THAT PEOPLE EXERCISE: 40% 27% ALL AGES MILLENNIALS GET HEALTHY / MAINTAIN HEALTHGET IN / MAINTAIN SHAPE (LOSE WEIGHT, TONE-UP ETC.) 32% 37% THE IDEAL FITNESS EXPERIENCE IS: 31% 33% FUN 23% 16% CALM / RELAXING CONVENIENT CHALLENGING 23% 20% 17%
  • 14. USER FACTS WHY ARE THEY EXERCISING? WHEN THE GOING GETS TOUGH, THE REASON PEOPLE EXERCISE IS: Knowing it is good for me Knowing it will give me a pick-me- ALL AGES MILLENNIALS up Achieving my end fitness goal 61% 47% 35% 32% 31% 26%
  • 15. FACTS WHY ARE THEY GOING TO BOUTIQUE GYM’S / FACILITIES? The type of people that go there The atmosphere/ vibe I get more personalised attention / coaching from staff ALL AGES MILLENNIALS I like to follow new trends in fitness activities 63% 63% 47% 42% 40% 38% 29% 34%
  • 16. INSIGHTS WHERE AND WHY ARE THEY EXERCISING? Large multi-purpose fitness facilities remain the most popular venue across all activities… Hugely popular with the Millennials who crave assisted ad social exercise, authentic experiences, atmosphere and opportunity to connect with ‘like-minded’ people in their workouts. …However they are losing market share quickly to new business models, in particularly micro-gyms. Dedicated types of spaces are best suited to achieve these desires. PREFERRED EXERCISE SPACES SHIFTING ADAPT OR …
  • 17. INSIGHTS WHERE AND WHY ARE THEY EXERCISING? AMPLIFY MESSAGING AROUND ‘GETTING AND MAINTAINING HEALTH’. FOCUS ON OVERCOMING BARRIERS, PROMOTING AND OFFERING AN EFFORTLESS, CONVENIENT ACCESS TO EXERCISE AND SUPPORTING MEMBERS IN THE CHALLENGING PROCESS OF CREATING AN EXERCISE HABIT. This is the main reason for people to exercise; research shows that it delivers higher attendance than the more superficial goals relating to appearance. Millennials - 'Getting/staying in shape' ranks higher than 'getting/ maintaining health’, which should be reflected in the messaging and offering. ‘Feeling too tired’ is the most used excuse to not exercise regularly, closely followed by 'busy schedule' and ' lack motivation’. Motivational messaging to improve attendance should reinforce the WHY. Key messages include: • 'exercise is good for me’ • 'exercise provides a pick-me-up’ • 'exercise acts as a means to an end fitness goal’ THE 'IDEAL EXERCISE EXPERIENCE – PROMOTE AND DELIVER. Fun and convenience - key drivers regardless of age. Millennials (18-34 years) - 'challenging' replaces 'calm/relaxing'. Operators can create the optimum mix and volume of 'ideal exercise experiences' by assessing the % of challenging versus calm/relaxing workouts benchmarked against membership age demographics.
  • 18. INSIGHTS WHERE ARE THEY HOME SPACE FUELS THE GYM SPACE. HOME EXERCISE COMPLEMENTS GYM PARTICIPATION RATHER THAN COMPETES WITH IT. Promoting the 'live club version' of the home activities. The motivational benefits of the venue and working out with others. Offering free home workouts, especially free weights, yoga, dance and fitness classes to music. DVDs/Gaming and online platforms provide the greatest opportunity to engage members and educate prospects at home through the various stages of exercise change. EXERCISING?
  • 19. 4. WHAT DRIVES PEOPLE INTO FITNESS FACILITIES?
  • 20. USER FACTS WHAT DRIVES PEOPLE INTO FITNESS FACILITIES? 22% 9% 14% 50% 36% 31% 29% 28% TOP DRIVERS WHY PEOPLE ATTEND THEIR CURRENT FITNESS FACILITY ARE: Convenient location Great atmosphere Great equipment Great fitness classes to music My friends go there WHEN ASKED THE MAIN REASON Convenient location (22%) Great fitness classes to music (14%) Great equipment (9%) Location is convenient to me The atmosphere / vibe is good The equipment They offer fitness classes to music My friends go there
  • 21. CONSIDERER FACTS WHAT DRIVES PEOPLE INTO FITNESS FACILITIES? THE TOP THREE THINGS GROUP FITNESS CONSIDERERS LIKE ABOUT GROUP FITNESS CLASSES ARE… CONSIDERATION OF GROUP FITNESS: 31% of gym members who don’t currently do fitness classes to music would consider 21% of casual members who don’t currently do fitness classes to music would consider 21% of lapsed members/ never been a member who don’t currently do fitness classes to music would consider. 37% 28% Great music Exercise style/ structure/ method 27% Motivation 31% 21% 21%
  • 22. INSIGHTS WHAT DRIVES PEOPLE INTO FITNESS FACILITIES? • Apart from 'convenient location' which is the primary driver, the mix of people, atmosphere, equipment and great fitness classes are key value drivers. • ‘Affordable' and 'offer a good deal' only rank as the 6th & 11th drivers respectively. • #1 'controllable' draw card • Create synergies with other drivers; i.e. 'great atmosphere' and 'my friends go there‘. 3rd highest driver for all ages and very important to Millennials. SHIFT FOCUS TOWARDS BUILDING VALUE VERSUS DISCOUNTING AMPLIFY THE PROMOTION AND OFFERING OF ‘GREAT FITNESS CLASSES SELECTION AND MAINTENANCE OF EQUIPMENT REMAINS FUNDAMENTAL
  • 23. 5. GROUP FITNESS EXERCISERS
  • 24. WHO IS DOING FITNESS CLASS ACTIVITIES? OF REGULAR EXERCISERS CURRENTLY PARTICIPATE IN FITNESS CLASS ACTIVITIES. MILLENNIALS (18-34) ARE MORE LIKELY TO BE DOING FITNESS CLASS ACTIVITIES THE LARGEST SEGMENT ACROSS ALL AGE GROUPS 6 TIMES BIGGER THAN BABY BOOMERS (50 TO 60 YEARS). 2.5 TIMES BIGGER THAN GEN X (35 TO 49 YEARS) FEMALES, and more specifically FEMALE MILLENNIALS, are more likely to be doing fitness class activities THE DOMINANT PROFILE FEMALE OUTNUMBERING MALES 5:1 36% 52% JUST OVER HALF OF REGULAR EXERCISERS WHO ARE NOT CURRENTLY PARTICIPATING IN FITNESS CLASS ACTIVITIES WOULD CONSIDER.
  • 25. GROUP FITNESS EXERCISERS HIGHER ATTENDANCE 45% gym attendees who participate in group fitness visit their gym 5+ times per week. In comparison to only 34% for all gym attendees. 34% 45% 56% 54% 10% 1% High (5+ times a week) Medium (1-4 times per week) Low (less than once per week) USER FACTS All gym attendees Gym attendees who participate in group fitness CANCELLATION RATES 46% of group fitness users are likely to cancel their membership or stop attending their gym if their preferred class was cancelled. LEADS GENERATION 84% of group fitness attendees recommend their current facility to their friends and family compared to 76% of gym attendees. Just over half of regular exercisers who are not currently participating in fitness classes would. LONGER TENURE AMONG MEMBERS 9% 11% 29% 38% 61% 51% All gym attendees Gym attendees who participate in group fitness 11% vs. 9% remain loyal for more than 5 years. 38% of gym attendees attending group fitness classes remain loyal for 1 to 5 years versus 29% for total gym attendees. In comparison to 51% for gym attendees who participate in group fitness. 61% of all gym attendees are with their facility for less than 12 months. New (less than 12m) Medium (1-5 years) Long (5+ years)
  • 26. CONSIDERER FACTS GROUP FITNESS EXERCISERS KEY PARTICIPANTS DRIVERS: Energy of a big group Exercise style / structure / method 30% 27% 26% 26% KEY DRIVERS ARE: WHEN CONSIDERING 'FITNESS CLASSES TO MUSIC', THE FOLLOWING IS MOST IMPORTANT TO MEMBERS. 57% 51% 44% 42% Large room Small amount of people in the class Price of class Instructor MAIN BARRIERS TO ATTENDING : • A DISLIKE OF BEING CROWDED. CROWDING IS CONSIDERED 2X AS IMPORTANT AS A DETERRENT. • A DISLIKE OF WORKING OUT WITH OTHER PEOPLE. • PRICE OF CLASSES (IF ADDITIONAL TO MEMBERSHIP). 37% Convenient schedule times Instructor SUBSTANCE OVER STYLE IS THE IDEAL INSTRUCTOR PREFERENCE 50% 28% Great music Exercise style/ structure/ method 27% Motivation
  • 27. INSIGHTS GROUP FITNESS EXERCISERS GROUP FITNESS MATTERS – OPERATORS CAN HAVE CONFIDENCE THAT IF WELL EXECUTED, IT CAN DRIVE ATTENDANCE, RETENTION, REFERRALS AND MEMBERSHIP GROWTH. Offering programs that are relevant to Women and Millennials Investing in recruitment and training of instructors. Members are demanding higher quality and more coaching. Building bigger studios – Participants rank 'the energy of big group' number one driver and considerers rank 'a large room as the most important driver (57%). Promoting different aspects whether you are talking to users or considerers. With considerers focus on: OPERATORS CAN IMPROVE OVERALL PARTICIPATION BY… • ‘Great music, a motivating environment and great programing delivered by a well educated coach’. • ‘Assisted’ versus ‘Group’ - working out with other people is what puts non-attendees off. • ‘Not crowded’, ‘small group training’.
  • 29. FACTS LES MILLS OFFERING LES MILLS IS THE PROVEN WAY TO INCREASE GROUP FITNESS ATTENDANCE, MEMBER LOYALTY, REFERRALS AND THEREFORE MEMBERSHIP ACQUISITION, RETENTION AND PROFIT. 93% of Les Mills users have recommended their current facility to friends and family, compared to 84% of 'group fitness attendees' and 76% of 'gym attendees'. A third of the market know of Les Mills 52% of gym attendees know of Les Mills On average Les Mills users attend 3.1 classes per week INSIGHTS INVESTING ON RESULTS Les Mills is a strategic choice for those operators looking to increase group fitness attendance, member loyalty, referrals and therefore membership and profit. PARTNERING WITH THE BEST Les Mills allows operators to focus on member experience execution using 'best in class resources', avoiding the pitfalls of trying to create and execute member experience programs. Les Mills has researched backed tools to help operators survive and thrive.